BMP picked for Guardian creative work

BMP DDB has won the creative accounts for The Guardian news paper and Guardian Unlimited websites, together worth more than &£3m.

The move means a return for The Guardian newspaper to the partnership that created the famous ‘Skinhead’ ad.

The appointment by Guardian Newspapers follows a five-way pitch by BMP DDB against Fallon, HHCL & Partners, Publicis and M&C Saatchi. Incumbent Partners BDDH declined to repitch.

The review was called by Marc Sands, who was appointed marketing director for Guardian News papers in May last year (MW May 25, 2000).

At the time, he said the newspaper’s “clear vision” had not been “translated particularly strongly into marketing for some time”.

Sands also praised the awardwinning ‘Skinhead’ ad, created by BMP DDB when the agency first worked for the newspaper from 1984 to 1989.

Sands says: “We had some inspirational pitches over the past few weeks, but BMP DDB’s work really stood out. Its intuitive understanding of our brands, and the demands placed upon them, was impressive.”

The ‘Free thinkers welcome’ strapline, created by Partners BDDH, will be scrapped and a greater focus placed on the news paper product itself.

Media will continue to be handled by New PHD, while Ogilvy & Mather remains as incumbent on the &£2m Observer account.

The Guardian has an average net circulation of 395,880 for the six months to November – up 0.99 per cent year on year.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here